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ppm weekly

R

Radio121

I am new to the ppm world and just looked at weekly numbers. How does a weekly number factor into a monthly
For example if a station had a weekly cume of 1000 week one, 1200 week two, 800 week three and 1000 week four would there monthly cume be 4000 or 1000

is a monthly an average or a total?
very confusing, I looke at the handbook and just can't figure it out.

http://www.arbitron.com/downloads/guide_to_using_ppm_data.pdf

thanks
 
Radio Daze said:
I am new to the ppm world and just looked at weekly numbers. How does a weekly number factor into a monthly
For example if a station had a weekly cume of 1000 week one, 1200 week two, 800 week three and 1000 week four would there monthly cume be 4000 or 1000
Click to expand...

The sample for the PPM is a panel drawn to theoretically mirror the universe. Simple example: if 52% of the market universe is women, 52% of the panel will be women.

The panel changes little, with the maximum stay 24 months. The diary survey had a one week "panel" lengthe (really not a panel, though) and new sample every week... so monthly cume could not be derived.

A listener on the panel may listen to a station every day, so they cume the station daily, weekly and monthly. That listener may, to the other extreme, tune a station once in the month for a sports event, and this is only cuming it in one weekly, on one day in that week. But they do cume it in the month.

So, monthly cume is the estimated total number of people who cumed the station in the month, in any of the 4 weeks. The monthly is not strictly an average of 4 weeks of data, but the tabulation of 28 days of data with minor adjustments for panel changes (about 8% monthly).

As to AQH persons, a station's weeklies and the monthly will not be far off. But the monthly cume will often be higher than the weekly cume due to those infrequent cumers who come in occasionally but not every week.
 
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